Question 1

A marketing dashboard should display ________.

Accepted Answer

A)  implementation controls 
B)  plans for each marketing audit 
C)  the company's marketing-mix models 
D)  the instrument panel of all vehicles sold by a dealership 
E)  a customer-performance scorecard and a stakeholder-performance scorecard 
A)  implementation controls 
B)  plans for each marketing audit 
C)  the company's marketing-mix models 
D)  the instrument panel of all vehicles sold by a dealership 
E)  a customer-performance scorecard and a stakeholder-performance scorecard

Question 2

The value delivery process can be divided into three phases, out of which "choosing the value" implies ________, which is the essence of strategic marketing.

Accepted Answer

A)  segmentation, developing, and delivering 
B)  targeting, positioning, and communicating 
C)  targeting, positioning, and delivering 
D)  segmentation, targeting, and positioning 
E)  researching, developing, and delivering 
A)  segmentation, developing, and delivering 
B)  targeting, positioning, and communicating 
C)  targeting, positioning, and delivering 
D)  segmentation, targeting, and positioning 
E)  researching, developing, and delivering

Question 3

Which of the following is an example of growth by diversification?

Accepted Answer

A)  a company introducing its existing products in a new market 
B)  a company introducing new product category in a new market 
C)  a company increases its product line in an existing market 
D)  a company introducing a new product category in an existing market 
E)  a company integrates backward to cut costs 
A)  a company introducing its existing products in a new market 
B)  a company introducing new product category in a new market 
C)  a company increases its product line in an existing market 
D)  a company introducing a new product category in an existing market 
E)  a company integrates backward to cut costs

Question 4

What is a marketing audit, and what is its purpose?

Accepted Answer

A marketing audit is a comprehensive, sy

Question 5

When a business gets to know market segments intimately and pursues either cost leadership or differentiation within the target segment, it is employing a ________ strategy.

Accepted Answer

A)  defined 
B)  focus 
C)  value-added 
D)  competitive advantage 
E)  customer-focused 
A)  defined 
B)  focus 
C)  value-added 
D)  competitive advantage 
E)  customer-focused

Question 6

Over the past 10 years, Cisco Systems has drastically reduced its number of suppliers and aligned itself more closely with its remaining suppliers for each of its product-based teams. How might this have helped Cisco improve its new-offering realization process?

Accepted Answer

By reducing the number of suppliers it u

Question 7

Briefly list the contents of a marketing plan.

Accepted Answer

The contents of a marketing pl

Question 8

In the cycle of complete strategic planning, taking corrective action is a part of ________.

Accepted Answer

A)  planning 
B)  implementation 
C)  controlling 
D)  organizing 
E)  analyzing 
A)  planning 
B)  implementation 
C)  controlling 
D)  organizing 
E)  analyzing

Question 9

Explain what happens in a SWOT analysis during the strategic planning process.

Accepted Answer

SWOT (strengths, weaknesses, opportuniti

Question 10

Pegasus writes about its target market and demographics in the ________ section of its marketing plan.

Accepted Answer

A)  Executive summary 
B)  Implementation 
C)  Situation analysis 
D)  Strategy 
E)  Tactics 
A)  Executive summary 
B)  Implementation 
C)  Situation analysis 
D)  Strategy 
E)  Tactics

Question 11

The ________ lays out the target markets and the value proposition that will be offered, based on an analysis of the best market opportunities.

Accepted Answer

A)  organizational plan 
B)  strategic marketing plan 
C)  corporate tactical plan 
D)  corporate mission 
E)  customer-value statement 
A)  organizational plan 
B)  strategic marketing plan 
C)  corporate tactical plan 
D)  corporate mission 
E)  customer-value statement

Question 12

Briefly summarize the two views of the value delivery process that may be followed by organizations.

Accepted Answer

The traditional view of marketing is tha

Question 13

Which of the following can be considered a primary activity in the value chain process?

Accepted Answer

A)  procurement 
B)  human resource management 
C)  technology development 
D)  inbound logistics 
E)  firm infrastructure 
A)  procurement 
B)  human resource management 
C)  technology development 
D)  inbound logistics 
E)  firm infrastructure

Question 14

From its origins as an animated film producer, Walt Disney Company has moved into licensing characters for merchandised goods and developed theme parks and vacation and resort properties. What strategy best describes Disney's growth?

Accepted Answer

Disney has employed a diversif

Question 15

Once a SWOT analysis has been completed, the strategic planner is ready to proceed to the goal formulation stage of the strategic-planning process model.

Accepted Answer

A) True 
 B)False

Question 16

The annual plan control process begins with measuring performance.

Accepted Answer

A) True 
 B)False

Question 17

A(n) ________ is when a company might seek new businesses to purchase that have no relationship to its current technology, products, or markets.

Accepted Answer

A)  concentric strategy 
B)  conglomerate strategy 
C)  horizontal strategy 
D)  intensive growth strategy 
E)  integrative strategy 
A)  concentric strategy 
B)  conglomerate strategy 
C)  horizontal strategy 
D)  intensive growth strategy 
E)  integrative strategy

Question 18

A written document that summarizes what the marketer has learned about the marketplace and indicates how the firm plans to reach its marketing objectives is called a vision statement.

Accepted Answer

A) True 
 B)False

Question 19

Describe the characteristics a core competency should possess.

Accepted Answer

Core competency has three char

Question 20

Indicate the differences and similarities between the following terms: marketing plan, strategic marketing plan, and tactical marketing plan.

Accepted Answer

The marketing plan is the central instru

A marketing dashboard should display ________.

The value delivery process can be divided into three phases, out of which "choosing the value" implies ________, which is the essence of strategic marketing.

Which of the following is an example of growth by diversification?

What is a marketing audit, and what is its purpose?

When a business gets to know market segments intimately and pursues either cost leadership or differentiation within the target segment, it is employing a ________ strategy.

Over the past 10 years, Cisco Systems has drastically reduced its number of suppliers and aligned itself more closely with its remaining suppliers for each of its product-based teams. How might this have helped Cisco improve its new-offering realization process?

Briefly list the contents of a marketing plan.

In the cycle of complete strategic planning, taking corrective action is a part of ________.

Explain what happens in a SWOT analysis during the strategic planning process.

Pegasus writes about its target market and demographics in the ________ section of its marketing plan.

The ________ lays out the target markets and the value proposition that will be offered, based on an analysis of the best market opportunities.

Briefly summarize the two views of the value delivery process that may be followed by organizations.

Which of the following can be considered a primary activity in the value chain process?

From its origins as an animated film producer, Walt Disney Company has moved into licensing characters for merchandised goods and developed theme parks and vacation and resort properties. What strategy best describes Disney's growth?

Once a SWOT analysis has been completed, the strategic planner is ready to proceed to the goal formulation stage of the strategic-planning process model.

The annual plan control process begins with measuring performance.

A(n) ________ is when a company might seek new businesses to purchase that have no relationship to its current technology, products, or markets.

A written document that summarizes what the marketer has learned about the marketplace and indicates how the firm plans to reach its marketing objectives is called a vision statement.

Describe the characteristics a core competency should possess.

Indicate the differences and similarities between the following terms: marketing plan, strategic marketing plan, and tactical marketing plan.

Defining Marketing for the New Realities

Capturing Marketing Insights and Forecasting Demand

Creating Long-Term Loyalty Relationships

Analyzing Consumer and Business Markets

Identifying Market Segments and Targets

Crafting the Brand Positioning and Competing Effectively

Creating Brand Equity and Driving Growth

Setting Product Strategy and Introducing New Offerings

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Digital Communications: Online, Social Media, and Mobile

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Tapping Into Global Markets

Filters

Exam 2: Developing and Implementing Marketing Strategies and Plans

A marketing dashboard should display ________.

The value delivery process can be divided into three phases, out of which "choosing the value" implies ________, which is the essence of strategic marketing.

Which of the following is an example of growth by diversification?

What is a marketing audit, and what is its purpose?

When a business gets to know market segments intimately and pursues either cost leadership or differentiation within the target segment, it is employing a ________ strategy.

Over the past 10 years, Cisco Systems has drastically reduced its number of suppliers and aligned itself more closely with its remaining suppliers for each of its product-based teams. How might this have helped Cisco improve its new-offering realization process?

Briefly list the contents of a marketing plan.

In the cycle of complete strategic planning, taking corrective action is a part of ________.

Explain what happens in a SWOT analysis during the strategic planning process.

Pegasus writes about its target market and demographics in the ________ section of its marketing plan.

The ________ lays out the target markets and the value proposition that will be offered, based on an analysis of the best market opportunities.

Briefly summarize the two views of the value delivery process that may be followed by organizations.

Which of the following can be considered a primary activity in the value chain process?

From its origins as an animated film producer, Walt Disney Company has moved into licensing characters for merchandised goods and developed theme parks and vacation and resort properties. What strategy best describes Disney's growth?

Once a SWOT analysis has been completed, the strategic planner is ready to proceed to the goal formulation stage of the strategic-planning process model.

The annual plan control process begins with measuring performance.

A(n) ________ is when a company might seek new businesses to purchase that have no relationship to its current technology, products, or markets.

A written document that summarizes what the marketer has learned about the marketplace and indicates how the firm plans to reach its marketing objectives is called a vision statement.

Describe the characteristics a core competency should possess.

Indicate the differences and similarities between the following terms: marketing plan, strategic marketing plan, and tactical marketing plan.

Defining Marketing for the New Realities

Capturing Marketing Insights and Forecasting Demand

Creating Long-Term Loyalty Relationships

Analyzing Consumer and Business Markets

Identifying Market Segments and Targets

Crafting the Brand Positioning and Competing Effectively

Creating Brand Equity and Driving Growth

Setting Product Strategy and Introducing New Offerings

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Digital Communications: Online, Social Media, and Mobile

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Tapping Into Global Markets

Filters